凌春鸣：红酒突围策略：以年轻化为突破口实现场景创新

Core Viewpoint - The wine industry needs to create authentic consumption scenarios for young people to penetrate this market effectively [1][3][5] Group 1: Market Dynamics - The alcohol industry has established clear consumption scenarios: Baijiu dominates business banquets and festive gatherings, primarily targeting middle-aged men; beer is popular among young people in settings like barbecues and music festivals; and foreign wines focus on nightclubs and trendy crowds [1] - Red wine lacks a defined "home ground" in the young consumer market, which is essential for its growth [1] Group 2: Young Consumer Engagement - Young consumers are not averse to red wine; rather, the product has not aligned with their lifestyle and emotional needs [3] - Effective brand youthfulness requires more than trendy packaging or celebrity endorsements; it must create genuine connections with young people's daily lives [3][5] Group 3: Strategies for Red Wine - The first step for red wine to enter young people's lives is to "lower the barriers," simplifying the product's presentation and making it more accessible [5] - The second step is to "elevate the emotions," aligning the product with current social trends, such as enjoying a glass of wine while relaxing after work [5] - Key elements of scenario marketing include understanding time, place, roles, processes, emotions, and a sense of ritual [5] Group 4: Brand Positioning - Red wine must be integrated into relatable life moments to become memorable and relevant to young consumers [6] - The transformation towards youthfulness is not just about making the product trendy but about creating authentic scenarios that resonate with young people's experiences [6]